We know that as we gear up for Black Friday 2023, the pressure is on to make this year’s sales skyrocket. That’s where PPC advertising comes to the rescue. In this blog post, we’re going to dive into some effective strategies and tips on how we can leverage PPC to make this Black Friday the most successful one yet.
The Power of PPC for Black Friday
When it comes to increasing visibility, driving traffic, and converting visitors into customers, PPC is a is a channel that really comes into its own. Whether you manage your campaigns in house, work with a PPC freelancer or partner with a digital agency, working round the clock to make sure your brand stands out during the Black Friday madness is tough. Here’s why PPC is the secret sauce to Black Friday success:
– Instant Visibility:
With PPC, you can ensure that promotions and deals are seen by your target audience right when they’re searching for them. Whilst visibility is “instant” this doesn’t mean results will be optimal immediately. Campaigns should be run for 2-3 months to be able to judge their true potential which is why it’s essential to start gathering PPC data now in time for Black Friday 2023.
– Precise Targeting:
PPC allows us to be ultra-specific about who sees our ads, ensuring that our budget is well-spent on high-potential customers. This is especially important over Black Friday as the increase in competition pushes the prices of ads up significantly. Precise targeting allows you to make sure every pound spent on ads goes as far as possible to converting into sales.
– Quick Results:
Unlike some long-term marketing strategies, PPC strategies deliver fast results. This means we can see the impact of our efforts almost immediately. However, as we’ve said before whilst you can see quick results, to start seeing optimal PPC results campaigns must be given a good chance to bed in.
– Data-Driven Insights:
Luckily for us platforms such as AdWords and Bing provide significant amounts of data to help optimise campaigns effectively. Using this data to help modify campaign performance is essential to helping refine refine and optimise as we go along.
Crafting a Winning PPC Strategy
Now that we understand the benefits of PPC for Black Friday, it’s time to dive into the nitty-gritty of creating a winning strategy that will help you stand up against you competitors.
1. Start Early:
Black Friday might be in late November, but we should start planning and setting up our PPC campaigns now. This gives us time to iron out any kinks and ensure everything is ready to go when the season arrives. This is especially important now more than ever as the actual Black Friday “day” is becoming more of a Black Friday “month” meaning there’s more opportunity to capture sales from the beginning of November.
2. Keyword Research:
Just like a PPC freelancer or consultant would do, you need to get into the minds of your customers and figure out what keywords they’re likely to use when searching for Black Friday deals. Tools like Google Keyword Planner, SEMRush and eRank can be incredibly helpful in this regard.
The SEMRush Keyword Magic Tool is a powerful tool for honing in on specific keywords across multiple markets. It can also be used to help plan complementary content and landing page copy by using the “questions” feature meaning you can uncover commercial and information terms at the click of a button.
3. Compelling Ad Copy:
We need our ads to stand out in a sea of Black Friday promotions. Craft compelling, action-oriented ad copy that highlights the value of our deals and encourages clicks. Using a mixture of emotive and value-add terminology as well as highlighting converting statements such as % discounts and free delivery is a great way to make sure you win clicks over the competition.
4. Landing Pages Matter:
Once we have our audience’s attention, don’t drop the ball on the landing page. Ensure that your landing pages are aligned with the ad’s promise and provide a seamless, user-friendly experience. Ensuring the landing page copy it optimised towards the main keywords that the PPC campaigns are focusing on is essential for increasing quality score and keeping click costs as low as possible. A user is far more likely to convert on a page that is clearly matched to the ad copy making landing pages essential for conversions as well as quality score.
5. Set a Budget and Monitor Closely:
Allocate your budget wisely and keep a close eye on how it’s being spent. Adjust your bids and budgets based on real-time performance data to make sure you’re getting the most bang for your buck. As we discussed earlier in the article, increased competition increases the click cost; especially when looking at the more competitive niches such as fashion and retail. Hunting out long term keywords to help maximise budgets is essential otherwise you risk blitzing through funds quickly and non-effectively.
6. Use Ad Extensions:
Ad extensions are like bonus features that can make our ads even more compelling. They provide additional information and options to users, increasing the chances of clicks and conversions.
How to Market for Black Friday 2023 with PPC
The strategies mentioned above are like the secret weapons in your Black Friday arsenal, but there’s more to consider for a truly successful campaign.
– Remarketing:
Don’t forget about those who’ve already shown interest in your brand. Set up remarketing campaigns to target users who have visited your website but haven’t made a purchase yet. These consumers are one of the hottest kinds of leads we get in eCommerce so it’s essential to make sure we’re on point with capturing them and converting them.
– Segmentation:
Segment your audience based on factors like demographics, location, and past interactions. This allows us to deliver more relevant ads and offers. Data like this can be found in Google Analytics and the AdWords platform.
– Mobile Optimisation:
Black Friday shoppers are on the move. Ensure your ads and landing pages are mobile-friendly to capture on-the-go customers.
– A/B Testing:
Like a true PPC consultant, embrace A/B testing to fine-tune your ad elements and discover what works best for your audience.
The Countdown Begins
As the days tick closer to Black Friday 2023, it’s time for us to roll up our sleeves and put these PPC strategies into action. A surge in website traffic, a spike in conversions, and an unforgettable boost in Black Friday sales are all possible with a well-planned and optimised strategy. So, let’s channel the expertise of a PPC freelancer and the finesse of a PPC consultant to make this Black Friday an unprecedented success for all of us in the digital agency and ecommerce world.
Let’s make Black Friday 2023 the most memorable one yet! 🚀🛍️